I think a lot of people overlook the importance of the menu as a marketing tool and a way of communicating to the customer what the ambition of their restaurant is. Not only the typeface and the design, but what is it printed on? Is it cheap-looking? Is it the right kind of paper for that restaurant?
Joe BastianichIt's kind of like a midlife crisis kind of thing. When you turn 40, you have to run the marathon, while all the parts still work properly.
Joe BastianichI eat a lot of whole grains for breakfast, a lot of dried fruit. And my big thing is pasta. I do a lot of simple pasta, with great ingredients.
Joe BastianichRestaurant Man is kind of the story, an unabridged story of what happened in my life, the good bad and ugly. Some people might glean some life lessons. It is honest, not written as a press release.
Joe BastianichThe menu should be part of the entertainment, part of the dining experience. It's kind of like reading the 'Playbill' when you go to the theater. It should be an alluring and interactive document. Does it have burn marks on it from the candle? If you ever get a greasy menu with food stains on it, it's time to run like hell.
Joe Bastianich